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SOCIAL MEDIA STRATEGY FOR GIVE BIG RIVERSIDE
July 30, 2013
Agenda
Speaker Introduction Overview of Social Media Platforms Defining and Understanding
Social Media Objectives, Strategy & Tactics Social Media Tactic Types
Graphic, Video, Photo, Status, Blog and Event Content
Tactic Execution Q & A
Susan Raley Anderson
• MBA, University of Southern Mississippi• 15 Years Marketing and Advertising
Experience• Comcast• Charter Media• Viamedia• Art Institute of California-Instructor-
Web & Interactive Media Design• Board of Directors, California
Riverside Ballet• Board Member, American Advertising
Federation-Inland Empire• www.adgrlSu.com
Social Media Platforms
Social Media Explained
Objectives, Strategies & Tactics What are your objectives?
What do you want to accomplish? How can social media support the objectives? Objectives should follow SMART format (specific, measurable, achievable, achievable, relevant, time-framed)
Who do you want to reach? Identify target audience, learn their social media habits. What sites do
they go? what activities do they participate in? What is your capacity?
Using social media is free, but requires time. Its important to select someone to manage social media activities that appropriately represents the face of the company
What tools and tactics will you use? After objectives, target audience and capacity then select which social
media tools to use How will you measure success?
You must evaluate the plan to measure effectiveness Web activity ( page views, unique visitors, time on site, etc.) Social actions
Desired Social Media Outcomes Listening and learning Building relationships Building awareness Improving reputation of organization Motivating content generation by
supporters Increasing visitor traffic Social support for a cause Taking action
Promoting Your Social Sites
Consider growing your following in anticipation of the event-set goals Facebook Ads
Promoted Posts Twitter Ads
Tactic Types-Graphics
Custom Branded Graphics Photoshop, Illustrator Free Image Editors
***Advanced Image Searching***
Google Image Search Advanced>Settings>Advanced
Search>Usage Rights>free to use, share or modify, even commercially
Tactic Types-Photos
Fun event photos Team engagement Event candid photos
Tactic Types-Video
http://www.youtube.com/watch?v=3yjryjIyiiI http://www.youtube.com/watch?v=iEp2gk9B2F8 http://www.youtube.com/watch?v=VME8rILa3UQ http://www.youtube.com/watch?v=C6gSvVTBVyE http://www.youtube.com/watch?v=OPJ1zRpRckY http://www.youtube.com/watch?v=B9rFkk5aYCg http://
www.youtube.com/watch?v=xEjkSB5KSic&feature=c4-overview&list=UUT3zm8LLtMec-NQd7ZrSLUg
Windows Live Movie Maker Smart Phone Cameras, Flip, etc.
Tactic Types-Status
Updates on Facebook, Twitter, LinkedIn, Google+, Tumblr Don’t overthink these Make them fun Add photos Use #hashtags and @tags
Tactic Types-Blogs
Use this opportunity to update your website with new content and link to it. Great for SEO http://www.givebigriverside.org/blog/ http://www.adgrlsu.com/2013/07/26/give-bi
g-riverside-launching-your-social-media-for-give-big-riverside/
Tactic Type-Events
Facebook and Google+ both have modules for users to create events
Execution
Social Media Coordinator Planning Tools
Hootsuite Buffer Tweetdeck SocialOomph
Give Big Riverside Strategy Outline Goal: Double outreach (3,000 likes)
and increase traffic 100% to site via cross promotion
Introduce each nonprofit with mini release on blog
Release press releases and pictures of trainings and activities on a regular basis
Fun releases once per week starting in September. Drive traffic by surprising and unusual pictures
